Beijing Bihu Technology Co., Ltd. (Bihu) announced days ago that it secured US$10M from Sequoia Capital. This in-game advertising (IGA) deal followed that Shanda Entertainment invested In-game Media, Qiming Ventures invested Captiv8 and Focus Media acquired WonderAd.

Bihu was established by Liujun Li, former GM of Snail Game Entertainment Co., Ltd. Mr. Li said Bihu's IGA - an independent inter-active advertising system - can independently realize advertisement embedding & launching without modifying any game program and hacking game program protection. The interface pictures, inner scene pictures, models and game props of any game can be replaced as advertisements.

Sources say IGA operators have increasingly become the new "targets" of large-size media companies. Intel joined hands with several investors last year to invest US$17M in the IGA operator with the same name.